Best niche beauty brands

These under-the-radar beauty heroes are worth seeking out

We all have a go-to beauty brand, from iconic high flyers to newer, Instagram-born favourites. But sometimes it’s worth digging a little deeper to find a real gem, be it a small home-grown skincare brand, an all-natural hair collection, a philanthropic beauty company or an expertly crafted luxury line.

It’s an exciting time for the beauty industry, with smaller, niche brands quickly making a name for themselves with the help of social media, influencers and word-of-mouth from a rising number of beauty addicts. There’s a new influx of all-natural brands in particular, taking centre stage in recent months due to the increased demand for ‘clean’ beauty, free-from harsh chemicals, fragrance or animal by-products.

Up-and-comers are addressing these needs and are moving with the times to meet customer demand. Take for example, BYBI, a vegan skincare brand with an eco-luxe feel, or Biolage Raw, a hair brand with a conscience. Featuring the best clean beauty picks, lesser knows brands and newly launched labels, we reveal the most impressive beauty brands known only to industry insiders, and guaranteed to become instant hit in your beauty arsenal.

Frances Prescott
Best for: Fuss-free cleansing
Price: £46

Makeup artist Frances Prescott launched her lone product Tri-Balm a couple of years ago, which was met with pure delight from beauty editors and buyers in the industry. Now available in Liberty and on sites such as Cult Beauty, the three-in-one balm cleanses, exfoliates and moisturises, all while housed in the ultimate travel-friendly packaging. This will quickly reach ‘forever repurchased’ status in your beauty arsenal. With a texture similar to a thick lip balm, sweep the stick three or four times across your face then rinse off, the water will activate the formula and turn the balmy texture into a thinner, more workable face wash. Alternatively, if you're not near a sink you can use the product the same way and simply wipe off with a clean cloth.

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